The shelf-life of a business card

Mar 20 2008

biz card

I have to shake my head every time someone says, “It’s just a business card.” That business card is probably the single most important piece of marketing material in your arsenal. Why? I can tell you in one word: longevity.

If you distribute brochures, most of them will likely end up in the trash within a couple of weeks and almost certainly within a year. Many direct mail pieces end up in the trash within five minutes of bringing in the mail. Promotional products can make a wonderful impression, but most of them will probably end up as a toy for someone’s kid. But the business card I give you today may stay with you for ten years and you will be reminded of the quality of that first impression every time you flip by it in your rolodex or business card portfolio.

Business people who carry a stack of cheap, templated business cards wherever they go are doing themselves a great disservice. Those cards are not likely to ignite or support a great first impression in any way… And the evidence of that failed opportunity may stick in your prospect’s files for years to come.

Don’t think it doesn’t matter or that people don’t notice… People will judge you on appearances, and your marketing materials play as much a role as your attire and demeanor. But your business cards will suffer the most scrutiny over time.

Remember also that no matter how much you spend on your business cards, they are probably STILL the cheapest piece of collateral that you will ever buy. There’s really no sense in trying to save a buck on business cards. Saving $50, $100 or even $250 on business cards just isn’t worth it when you consider what it could cost you in business in the long run.